Faktorer som påverkar betalningsviljan för digitala tjänster av tillverkningsföretag i en business-to-business miljö : En kvantitativ analys av preferenser hos kunder som erbjuds digitala tjänster av tillverkningsföretag

Sammanfattning: Background: Manufacturing companies have started to adapt to the rising popularity of servitization and have begun to offer digital services that they produce. However, there is limited research on various pricing models and factors affecting willingness to pay for digital services provided by manufacturing companies. Objective: The purpose of this study is to create a deeper understanding of the factors affecting willingness to pay for digital services from manufacturing companies. At the same time, this study aims to contribute to and build upon previous research on willingness to pay for digital services by providing empirical results on consumer behavior. Methods: The study uses a quantitative research design based on a conjoint analysis to investigate the numerous factors affecting willingness to pay. The sample consists of data collected through survey questionnaires aimed at existing and potential customers of Roxtec International AB's digital Business to Business (B2B) service. Data analysis is conducted using statistical methods to draw conclusions about the most influential factors. Results: The results show that factors such as the seller's reputation have a significant and greatest impact on decision-making while other factors like price and cost savings are considered less important, although they also matter. Conclusions: The conclusion is that the reputation of the seller has the greatest impact on the willingness to pay. This insight is particularly relevant for industrial companies striving to be competitive in the rapidly growing market for digital services.